By Dr. Lars Thoger Christensen, Ms Mette Morsing, George Cheney
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Additional resources for Corporate Communications: Convention, Complexity and Critique
Among other initiatives, the “Tell Shell” campaign involved an open invitation for stakeholders to comment and critique Shell at its website3 and a promise from Shell to deliver personal responses. A more recent corporate campaign emphasizes Shell’s commitment to protect the environment and improving local communities by focusing on four themes: securing an energy supply, addressing climate change, protecting the environment and working with communities. Each theme features Shell employees concerned about the environment and the local communities in which Shell operates.
Corporate design confines integrated communications to the coordination of visual signifiers. With its 4Ps, the marketing mix emphasized the importance of aligning product, price, place and promotion within a coherent plan designed to reach the organization’s target audiences (McCarthy, 1960). Underneath the umbrella of this general coordination, a more detailed integration was supposed to take place within each of the 4Ps. Thus, integration within promotion could take place at the level of messages, campaigns or media.
As another metaphor for an organization’s totality,“culture” became a point of reference in discussions and analyses of organizational integration. Although there is disagreement as to if and how culture can be managed (cf. Deal and Kennedy, 1982; Martin, 1992), the notion of culture continues to be a central focus of managers in their pursuit of a coherent corporate spirit. In their famous study of the Fortune 500 corporations, for example,Thomas Peters and Robert Waterman (1982) came to the conclusion that excellent companies were able to cultivate the shared meaning of the organization, that is, to nurture the organizational culture and steer it in the right direction.
Corporate Communications: Convention, Complexity and Critique by Dr. Lars Thoger Christensen, Ms Mette Morsing, George Cheney